Thursday evening, Google launched a - as they say - "beautiful and simple way to experience all the content the web has to offer" with the introduction of Google Currents, a new application for Android phones and tablets as well as Apple iOS iPads and iPhones. Google Currents lets subscribers explore online magazines and other content with the swipe of a finger. Straight for the launch, Google has worked with more than 150 publishing partners to offer full-length articles from more than 180 editions including CNET, AllThingsD, Forbes, Saveur, PBS, Huffington Post, Fast Company and more. Content is optimized for smartphones and tablets, allowing users to intuitively navigate between words, pictures and video on large and small screens alike, even if offline.

To get started, all it needs is to download the app and choosing the publications to subscribe to for free. Users can even add RSS, video and photo feeds, public Google+ streams and Google Reader subscriptions they are already following. In addition to consuming favorite media, users can also use the trending tab to discover related content that matches your tastes.

Alongside Google Currents, Google has also launched a self-service platform that gives publishers the flexibility to design, brand and customize their web content.

Great content needs a great audience, which is why Google Currents is integrated with Google+ so users can share articles or videos they've enjoyed with their circles. Publishers can also associate their account with Google Analytics in order to increase their awareness of consumers' content preferences, device use and geographic distribution.

Unfortunately, while targeting the typical world wide audience, Google Currents is available for download from the Android Market and the Apple App Store for US users only. Nevertheless, the::unwired also joined Google Currents with its own channel (see above) which is now available free of charge - for sure. And unlike our RSS feed, our Google Currents channel is offering full length articles at a swipe of your finger; so try it out and always carry a copy of the::unwired with you.